In a nutshell

We worked with NFU Mutual to launch a unique and impactful farm safety campaign: Farm Safety First

NFU Mutual

Farm Safety First

About the Brand

The UK’s leading rural insurer with over 300 offices located in rural towns and villages throughout the UK, NFU Mutual has become part of the fabric of rural life and remains committed to serving the needs of people who visit, live or work in the countryside.

With farming the most dangerous UK occupation, NFU Mutual wanted to help bring down farm deaths and accidents

Between 30 and 40 farmers are killed in accidents every year – making it the most dangerous domestic job in the UK.

Based on years of previous campaigning, it was clear that farmers themselves were hesitant to listen to official farm safety messages – often adopting a more macho attitude to safety.

So rather than target farmers directly, we chose to focus on the friends, family and particularly wives of farmers to deliver our message. We recruited a number of inspirational farmers’ wives who had dealt with serious loss to act as our farm safety ambassadors.

We then focused the campaign at the height of the country show season – launching Farm Safety Week at the start of July – coinciding with the HSE farm death figures being released.

We also toured an experiential stand where people could learn more, sign up and show their support – featuring the iconic giant yellow wellies – the campaign icon.

In its first year – the campaign’s impact reached over 1.1 million people (16% of our core rural audience – ICM brand tracker). Since then NFU Mutual has set up the Farm Safety Foundation and the campaign has gone from strength to strength (and is currently shortlisted for a CIPR award).